Prime Video launches the second season of Dinner Club, a very famous cooking show in Italy that uncovers the hidden gems and ingredients of the country. The program is a true journey through Italian food and flavors, led by the renowned chef Carlo Cracco. Prime Video wanted to promote the release of the new season with an engaging campaign that would transport viewers on this journey, helping them understand the uniqueness of the products featured in the show.

We've all found ourselves watching a cooking show, envying those wonderful dishes on the screen, while we had our usual tuna rice or discount store cordon bleu in front of us. For the launch of the new season of Dinner Club, we decided to give viewers the opportunity to eat the same dishes as those featured on the show. Prime Video, in partnership with Deliveroo, created "Dinner Club Delivery," the first home delivery restaurant born of TV show.

Our target audience was millennials, known to be among the biggest viewers of cooking shows. They have a strong passion for cooking, but often lack the time and opportunity to prepare high-level dishes. Therefore, the most obvious choice for this target is to order food through delivery apps: in fact, 60% of millennials order food for delivery at least once a month. That's why we decided to establish a partnership with the Deliveroo app.

After establishing a partnership with the well-known delivery app Deliveroo, we worked closely with chefs to study and recreate the recipes from the series as faithfully as possible. We opened 4 dark kitchens in Milan, where, for 10 days, we prepared the main dishes from Dinner Club for lunch and dinner. Viewers could order them through the Deliveroo app and enjoy them while watching the episodes. We amplified this operation by promoting it on Prime Video's social media and involving some influencers and creators aligned with our target audience.

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